E144: Tequila’s Kingpin: The José Cuervo Story - w/ Ted Genoways

Journalist Ted Genoways reveals the untold, action-packed history behind Jose Cuervo and the birth of Mexico’s tequila industry—and how it became the country’s first cartel. 👤 Guest Bio: Ted Genoways is a two-time James Beard Award-winning journalist, senior editor at the Food and Environment Reporting Network (FERN), and author of Tequila Wars: Jose Cuervo and the Bloody Struggle for the Spirit of Mexico. A veteran of longform investigative work, Genoways has spent over a decade researching the political, cultural, and economic roots of tequila in Mexico. 📚 Topics Discussed: The real Jose Cuervo and the town of Tequila Differences between tequila and mezcal How tequila’s boom was fueled by Prohibition and WWII Cuervo's ties to Mexican revolutionaries and early cartel formation The risks of agave monoculture and authenticity battles in today’s market Lupe Gallardo’s lost diaries and research challenges The Beckman family’s modern stewardship of the Cuervo empire Best tequilas, cocktails, and restaurants in Mexico 📌 Main Points: Tequila’s rise isn’t just a story of booze—it’s one of war, politics, and survival. Jose Cuervo was more than a name on a bottle—he helped electrify towns, navigate revolutions, and pioneered cartel-like business practices. U.S. Prohibition and World War II drove tequila's global expansion by creating gaps in the liquor market. Lupe Gallardo’s rare journals provided an intimate, near-lost window into Cuervo’s household. The Cuervo brand remains family-run and central to preserving the legacy and economy of the Tequila region. 💬 Top 3 Quotes: “By the end, the challenge wasn’t adding action—it was finding moments to breathe between people shooting at each other.” “Lupe became the historian of Cuervo’s world in a way he never could be—she observed everything and wrote it all down.” “Tequila is more than a drink. It’s a history of survival, ingenuity, and reinvention—Mexico in a bottle.” 🎙 The Pod is hosted by Jesse Wright 💬 For guest suggestions, questions, or media inquiries, reach out at https://elpodcast.media/ 📬 Never miss an episode – subscribe and follow wherever you get your podcasts. ⭐️ If you enjoyed this episode, please rate and review the show. It helps others find us. Thanks for listening!